SUCCESS STORIES

The first order of business was analysing and restructuring their shopping campaigns following the 80:20 rule. We quickly identified the products and keywords that were wasting the resources and redistributed the ad spend towards the winners. This effort was combined with extensive work on the negative keyword lists and updates on the client’s ad copy to make sure the messaging was in line with the ad objectives. By making sure our ads were better targeted, we increased the client’s overall CTR and Quality Score. In return, Google has rewarded us with a lower CPC, resulting in a lower conversion cost.

To further lower the client’s CPA and bring in more sales, we focused on the low-hanging fruit by developing a remarketing strategy targeting cart abandoners – users already familiar with the brand and close to buying the final product.

We created remarketing audiences within Google Analytics and imported them back to Google Ads so we could use them in remarketing campaigns. We made sure these ads were combined with the dynamic remarketing feature so that the cart abandoners were followed around the web with the same products they left in the cart. To sweeten the deal, the remarketing ads featured an additional discount if a user would sign up for the newsletter.

In this way, we made the offer more tempting, but at the same time, we received valuable info from the potential customer that was included in email remarketing campaigns.

In less than two months, we managed to reduce the client’s cost per lead by 45% by successively lowering their average CPC and increasing the conversion rate. As a result, the client was able to generate nearly 50% additional revenue with no extra investment.

To help the client get ahead of the fierce UK competition, we had to improve their overall conversion rate and average order value, which would ultimately lead to increased revenue and a lower cost per sale.

To achieve this, we implemented a very in-depth approach to the essential element of every eCommerce business: the Merchant Centre shopping feed. By leveraging third-party feed management software, we optimised the most important product features, such as titles and descriptions, using an extensive range of search query data to guide our decisions.

Our second action was focusing on a dynamic remarketing strategy that would help the client retrieve some of the lost initial sales and abandoned checkouts. This included adding Data Layer tags to the client’s website, setting up remarketing campaigns within Google Ads and defining a sophisticated email marketing campaign.

Only 30 days after our changes and optimisations had been implemented, the increase in the conversion rate and customer spending was undeniable. By the fourth week, with just 33% more investment, we started seeing 76% higher revenue compared to the previous month. This was driven by a significantly higher conversion rate (+20%) and a 24.8% increase in the average order value.

Being in the moving industry in New York, advertisers will often have to pay around $13-$14 a click if they wish to display their ads at the top of the SERP, which is quite pricey.To help our client achieve a desirable cost per lead, we focused our efforts on two main areas – both of which would help us lower the average CPC and increase the website conversion rate.

Firstly, even though the average CPC is predominantly dictated by competitor activity, there are optimisations we can undertake with any client to make sure we are getting the best numbers we possibly can. One of them is making sure the quality score is high. In return, Google will award us with a lower cost per click, which will ultimately lead to a lower cost per conversion.

With this client, we completely restructured the campaigns by closely matching the keywords, ads and landing page content to make sure we boosted the quality score. Each ad group contained 5-6 closely matched keywords that reflected the ad and website content a user would see. By doing this, we saw most keywords go from 4/10 to 8/10 quality scores.

The second area of improvement was the client’s website, which wasn’t properly optimised for conversions. Instead of doing a complete website redesign, we focused on creating one highly optimised/converting landing page that would be used for the advertising efforts. We used a simple, easy-to-use design, keeping the essential elements above the fold including the contact information and quote form.

We tested different combinations of the landing page elements for 4 weeks until we found the perfect combination that yielded the highest number of conversions.

After 4 weeks of A/B testing and perfecting the quality score across the client’s account, we managed to lower the average cost per lead by 42%. Our landing page efforts resulted in a 10% website conversion rate that, combined with a 20% lower average CPC, made these results possible.

To increase their online sales, we focused on potential customers that had already visited the client’s website without making a purchase, leaving a lot of money on the table, so to speak.

Through a series of highly targeted remarketing campaigns, we managed to re-engage potential customers by providing ads that were relevant to what they were previously interested in.

The remarketing efforts combined serving highly targeted ads with a multi-funnel strategy that utilised Google Search Network, Google Display Network and YouTube advertising (including remarketing lists for search ads).

By following through with the advanced remarketing strategy, we managed to increase this client’s sales by 30% in just under 30 days at a nearly 10% conversion rate.

The client sells over 30 brands. Our goal was to focus on the ones that produced the poorest ROAS and apply optimisation strategies that would improve the overall returns. In this case, given the margins, everything below 400% ROAS was considered unprofitable.

To achieve this, we applied a shopping structure targeting all three stages of the purchase funnel. The strategy included creating three completely identical campaigns with the same structure, ad groups and products but different bids and negative keyword lists. Each campaign had a different priority level depending on the negative keyword list applied.

Each campaign had a different priority level depending on the negative keyword list applied.The first keyword list we developed was a generic negative list with terms we wanted to block from our ads. This list was applied to all three campaigns.

The second list consisted of the brand names the client stocked and the third list included brand names combined with product-specific terms. The goal was to filter the generic keywords from brand/product-specific search terms that showed purchase intent and we would adjust the bidding system accordingly.

After a full month of running the new campaigns to collect enough data, we found that sales, conversion rate, revenue and ROAS all increased significantly, while the average cost per conversion dropped by 32%.

On average, the return on ad spend increased by 328%, allowing us to push more resources towards the brands previously struggling with low returns. Having a well-defined system in place that made sure negative keyword lists and bids for each campaign were updated on a daily basis, we managed to increase the overall revenue for these specific brands by 724%, while investing only 92% more.

The client sells a variety of products that appeal to different buying personas. From everyday Jewellery pieces to expensive engagement rings, we needed to find a strategy that would suit all types of potential customers.

Considering that the more expensive jewellery pieces require a longer purchase journey that consists of multiple conversion points, we came up with an omnichannel strategy that served highly targeted creatives across YouTube and Display. Our ad creatives were then paired with RLSAs (Remarketing Lists for Search Ads) and significant positive bid adjustments were made. This was to make sure that customers who previously saw our YouTube or Display ads would then find our text ads at the very top of the SERP. The wording of the text ads was modified and adjusted to resonate and entice those potential customers already familiar with the brand (from our YouTube and Display ads).

To further increase the client’s online sales, we leveraged a third-party tool that enabled us to closely monitor user behaviour on-site. Through this, we were able to quickly identify the areas of the buying process where a customer would struggle or leave for a comparison shop. This gave us the insights needed to develop strategies that enticed users to stay on the website or return quickly thereafter.

Overall, our PPC management resulted in over 50% revenue growth year on year, while improving profitability by 50%. The key to success was the multichannel strategy, which helped us nurture potential customers and deliver highly targeted ads throughout every touchpoint of the customer purchase journey.

With ROAS as the primary goal in mind, we had to dive deep into thousands of products, understand each product’s profitability and potential, and reflect this knowledge back to the client’s Google Ads campaigns. To achieve maximum profitability and segmentation of all products, we incorporated two extremely important elements into our strategy – Gross profit and Cost of Goods Sold (COGS).

We first integrated the COGS attribute within our Merchant Centre Shopping Feed and leveraged Google Ads Conversion Tracking with Cart Data. This enabled us to gather additional eCommerce data such as the number of items per purchase, cost of goods sold, and profit on each purchase at SKU level.

With this information, and being able to see the profit data, we had a huge advantage when it came to optimising the campaigns and implementing the right strategies for increasing ROAS.

Even though we live in an era of automation, we decided to use the standard shopping campaigns and manual bidding, in order to take advantage of the rich search term report. This report contains data on which search terms led to which purchases and proved highly valuable in building out the standard search campaigns we created.

In just less than 60 days after implementing the advance revenue tracking strategy and restructuring the shopping channel, we saw the client’s ROAS go from 483% to 902%.

Not only we were able to achieve amazing results in terms of ROAS, but thanks to the advanced bidding system we put in place, we even managed to lower the average CPC and cost per sale by 50%.

Coming to Aquare, the client had an ambitious goal of increasing their annual revenue by 30% while maintaining their ROAS at 700% or more. Prior to coming to us, they were generating a little over $88M a year and the goal was to hit $116M by the end of 2022.

The first order of business for the Aquare team was a deep dive into the extensive historical Google ads data we had access to. It was no small task to come up with what eventually became a very precise strategy for three different channels: Search, Shopping and Display.Given the client’s large product inventory, our focus on the Search channel was to build and optimise dynamic search ads that would match numerous product-related search queries to our ads. To make the dynamic ads as highly targeted as possible and avoid unwanted traffic, we created a dynamic ads page feed with custom labels that we later used for our dynamic ad targets.

Then, using standard shopping campaigns for their best-selling product categories/brands, we completely restructured the client’s Shopping channel. By creating dedicated ad groups for each category, and with extensive use of negative keywords and appropriate ROAS targets at an ad group level, we were able to achieve maximum efficiency and granularity.In addition, we paired our standard shopping campaigns with dynamic remarketing ads that were targeting checkout and cart abandoners. Of course, we made sure the ad copy was highly relevant and enticing, offering additional discounts to users who chose to subscribe to the client’s newsletter.

Finally, by focusing on increasing the average order value, we made sure that the lion’s share of the new investment was directed towards product categories and brands with the most potential (according to our analysis of the data).

The combined effort across Search, Shopping and Display helped us to reach the client’s goal of achieving $116M in annual revenue for that year.Our work on the Search channel resulted in highly targeted ads with a 50% increase in CTR and CR (YoY).

The success of the shopping campaign segmentation and the addition of dynamic remarketing ads exceeded our expectations and generated over 87% of the total annual revenue at an 830% return on ad spend.